A classroom project on experience design. Creating an experience for an international airport.

1. Created by:
prabuddha vyas

2. 99.44% pure.
It just tastes better.
Something special in the air.
The road will never be the same.
The miracles of science.
Reach out and touch someone.

3. Hope, triumph, and the miracle of Bristol-Myers Hope, triumph, and the miracle of Bristol-Myers Hope, triumph, and the miracle of Bristol-Myers Hope, triumph, and the miracle of Bristol-Myers
Hope, triumph, and the miracle of Bristol-Myers medicine. Squibb Co. medicine. Squibb Co. medicine. Squibb Co. medicine. Squibb Co.
medicine. Squibb Co. The way to fly. British Airways The way to fly. British Airways The way to fly. British Airways The way to fly. British Airways
The way to fly. British Airways The world’s favourite airline. British Airways The world’s favourite airline. British Airways The world’s favourite airline. British Airways The world’s favourite airline. British Airways
The world’s favourite airline. British Airways Wassup?! Budweiser Wassup?! Budweiser Wassup?! Budweiser Wassup?! Budweiser
Wassup?! Budweiser The king of beers. Budweiser The king of beers. Budweiser The king of beers. Budweiser The king of beers. Budweiser
The king of beers. Budweiser It just tastes better. Burger King It just tastes better. Burger King It just tastes better. Burger King It just tastes better. Burger King
It just tastes better. Burger King Have it your way. Burger King Have it your way. Burger King Have it your way. Burger King Have it your way. Burger King
Have it your way. Burger King Break through. Cadillac Break through. Cadillac Break through. Cadillac Break through. Cadillac
Break through. Cadillac A can a week, that’s all we ask. California A can a week, that’s all we ask. California A can a week, that’s all we ask. California A can a week, that’s all we ask. California
A can a week, that’s all we ask. California Almond Almond Almond Almond
Almond Growers Growers Growers Growers
Growers Got milk? California Milk Got milk? California Milk Got milk? California Milk Got milk? California Milk
Got milk? California Milk Processor Processor Processor Processor
Processor Board Board Board Board
Board Calgon, take me away. Calgon Calgon, take me away. Calgon Calgon, take me away. Calgon Calgon, take me away. Calgon
Calgon, take me away. Calgon Toiletries Toiletries Toiletries Toiletries
Toiletries Between love and madness lies Calvin Klein Between love and madness lies Calvin Klein Between love and madness lies Calvin Klein Between love and madness lies Calvin Klein
Between love and madness lies Calvin Klein obsession. obsession. obsession. obsession.
obsession. Nothing comes between me and my Calvin Klein Nothing comes between me and my Calvin Klein Nothing comes between me and my Calvin Klein Nothing comes between me and my Calvin Klein
Nothing comes between me and my Calvin Klein Calvins. Jeans Calvins. Jeans Calvins. Jeans Calvins. Jeans
Calvins. Jeans I’d walk a mile for a camel. Camel I’d walk a mile for a camel. Camel I’d walk a mile for a camel. Camel I’d walk a mile for a camel. Camel
I’d walk a mile for a camel. Camel For negative people. CameraWorld For negative people. CameraWorld For negative people. CameraWorld For negative people. CameraWorld
For negative people. CameraWorld What’s in your wallet? Capital One What’s in your wallet? Capital One What’s in your wallet? Capital One What’s in your wallet? Capital One
What’s in your wallet? Capital One For virtually spotless dishes. Cascade For virtually spotless dishes. Cascade For virtually spotless dishes. Cascade For virtually spotless dishes. Cascade
For virtually spotless dishes. Cascade Turning partnership into energy. ChevronTexac Turning partnership into energy. ChevronTexac Turning partnership into energy. ChevronTexac Turning partnership into energy. ChevronTexac
Turning partnership into energy. ChevronTexac o o o o
o Please don’t squeeze the Charmin. Charmin Please don’t squeeze the Charmin. Charmin Please don’t squeeze the Charmin. Charmin Please don’t squeeze the Charmin. Charmin
Please don’t squeeze the Charmin. Charmin Get your own box. Cheez-It Get your own box. Cheez-It Get your own box. Cheez-It Get your own box. Cheez-It
Get your own box. Cheez-It A silly millimeter longer. Chesterfield A silly millimeter longer. Chesterfield A silly millimeter longer. Chesterfield A silly millimeter longer. Chesterfield
A silly millimeter longer. Chesterfield Cigarettes Cigarettes Cigarettes Cigarettes
Cigarettes Like a rock. Chevy Trucks Like a rock. Chevy Trucks Like a rock. Chevy Trucks Like a rock. Chevy Trucks
Like a rock. Chevy Trucks It’s not nice to fool Mother Nature. Chiffon It’s not nice to fool Mother Nature. Chiffon It’s not nice to fool Mother Nature. Chiffon It’s not nice to fool Mother Nature. Chiffon
It’s not nice to fool Mother Nature. Chiffon Margarine Margarine Margarine Margarine
Margarine Inspiration comes standard. Chrysler Inspiration comes standard. Chrysler Inspiration comes standard. Chrysler Inspiration comes standard. Chrysler
Inspiration comes standard. Chrysler Will you be ready? Cialis Will you be ready? Cialis Will you be ready? Cialis Will you be ready? Cialis
Will you be ready? Cialis Empowering the Internet generation. Cisco Systems Empowering the Internet generation. Cisco Systems Empowering the Internet generation. Cisco Systems Empowering the Internet generation. Cisco Systems
Empowering the Internet generation. Cisco Systems Live richly. Citi Live richly. Citi Live richly. Citi Live richly. Citi
Live richly. Citi If I’ve only one life, let me live it as a Clairol If I’ve only one life, let me live it as a Clairol If I’ve only one life, let me live it as a Clairol If I’ve only one life, let me live it as a Clairol
If I’ve only one life, let me live it as a Clairol blonde. blonde. blonde. blonde.
blonde. Does she or doesn’t she? Clairol Does she or doesn’t she? Clairol Does she or doesn’t she? Clairol Does she or doesn’t she? Clairol
Does she or doesn’t she? Clairol The antidote for civilization. ClubMed The antidote for civilization. ClubMed The antidote for civilization. ClubMed The antidote for civilization. ClubMed
The antidote for civilization. ClubMed The source for computing and CNET The source for computing and CNET The source for computing and CNET The source for computing and CNET
The source for computing and CNET technology. technology. technology. technology.
technology. The most trusted name in news. CNN The most trusted name in news. CNN The most trusted name in news. CNN The most trusted name in news. CNN
The most trusted name in news. CNN Coca-Cola refreshes you best. Coca-Cola Coca-Cola refreshes you best. Coca-Cola Coca-Cola refreshes you best. Coca-Cola Coca-Cola refreshes you best. Coca-Cola
Coca-Cola refreshes you best. Coca-Cola The pause that refreshes. Coca-Cola The pause that refreshes. Coca-Cola The pause that refreshes. Coca-Cola The pause that refreshes. Coca-Cola
The pause that refreshes. Coca-Cola Have a coke and smile. Coca-Cola Have a coke and smile. Coca-Cola Have a coke and smile. Coca-Cola Have a coke and smile. Coca-Cola
Have a coke and smile. Coca-Cola The silver bullet. Coors The silver bullet. Coors The silver bullet. Coors The silver bullet. Coors
The silver bullet. Coors Cotton. The fabric of our lives. Cotton Cotton. The fabric of our lives. Cotton Cotton. The fabric of our lives. Cotton Cotton. The fabric of our lives. Cotton
Cotton. The fabric of our lives. Cotton Incorporated Incorporated Incorporated Incorporated
Incorporated If you want to capture someone's Coty Perfume If you want to capture someone's Coty Perfume If you want to capture someone's Coty Perfume If you want to capture someone's Coty Perfume
If you want to capture someone's Coty Perfume attention, whisper. attention, whisper. attention, whisper. attention, whisper.
attention, whisper. Healthy, beautiful smiles for life. Crest Healthy, beautiful smiles for life. Crest Healthy, beautiful smiles for life. Crest Healthy, beautiful smiles for life. Crest
Healthy, beautiful smiles for life. Crest Look, Ma, no cavities! Crest Look, Ma, no cavities! Crest Look, Ma, no cavities! Crest Look, Ma, no cavities! Crest
Look, Ma, no cavities! Crest Cooks who know trust Crisco. Crisco Cooks who know trust Crisco. Crisco Cooks who know trust Crisco. Crisco Cooks who know trust Crisco. Crisco
Cooks who know trust Crisco. Crisco Vegetable Vegetable Vegetable Vegetable
Vegetable Shortening Shortening Shortening Shortening
Shortening Love it for life. Dannon Yogurt Love it for life. Dannon Yogurt Love it for life. Dannon Yogurt Love it for life. Dannon Yogurt
Love it for life. Dannon Yogurt A diamond is forever. DeBeers A diamond is forever. DeBeers A diamond is forever. DeBeers A diamond is forever. DeBeers
A diamond is forever. DeBeers Easy as Dell. Dell Computer Easy as Dell. Dell Computer Easy as Dell. Dell Computer Easy as Dell. Dell Computer
Easy as Dell. Dell Computer You’ll love the way we fly. Delta Airlines You’ll love the way we fly. Delta Airlines You’ll love the way we fly. Delta Airlines You’ll love the way we fly. Delta Airlines
You’ll love the way we fly. Delta Airlines We love to fly and it shows. Delta Airlines We love to fly and it shows. Delta Airlines We love to fly and it shows. Delta Airlines We love to fly and it shows. Delta Airlines
We love to fly and it shows. Delta Airlines We’re cooking now. Denny’s We’re cooking now. Denny’s We’re cooking now. Denny’s We’re cooking now. Denny’s
We’re cooking now. Denny’s Restoring the joy of motion. DePuy Restoring the joy of motion. DePuy Restoring the joy of motion. DePuy Restoring the joy of motion. DePuy
Restoring the joy of motion. DePuy Orthopedics Orthopedics Orthopedics Orthopedics
Orthopedics We move the world. DHL We move the world. DHL We move the world. DHL We move the world. DHL
We move the world. DHL Yellow. The new Brown. DHL Yellow. The new Brown. DHL Yellow. The new Brown. DHL Yellow. The new Brown. DHL
Yellow. The new Brown. DHL Competition. Bad for them. Great for you. DHL Competition. Bad for them. Great for you. DHL Competition. Bad for them. Great for you. DHL Competition. Bad for them. Great for you. DHL
Competition. Bad for them. Great for you. DHL Aren’t you glad you use Dial? Don’t you Dial Soap Aren’t you glad you use Dial? Don’t you Dial Soap Aren’t you glad you use Dial? Don’t you Dial Soap Aren’t you glad you use Dial? Don’t you Dial Soap
Aren’t you glad you use Dial? Don’t you Dial Soap wish everybody did? wish everybody did? wish everybody did? wish everybody did?
wish everybody did? The happiest place on earth. Disneyland The happiest place on earth. Disneyland The happiest place on earth. Disneyland The happiest place on earth. Disneyland
The happiest place on earth. Disneyland Time to make the doughnuts. Dunkin Donuts Time to make the doughnuts. Dunkin Donuts Time to make the doughnuts. Dunkin Donuts Time to make the doughnuts. Dunkin Donuts
Time to make the doughnuts. Dunkin Donuts The miracles of science. DuPont The miracles of science. DuPont The miracles of science. DuPont The miracles of science. DuPont
The miracles of science. DuPont Better living through chemistry. DuPont Better living through chemistry. DuPont Better living through chemistry. DuPont Better living through chemistry. DuPont
Better living through chemistry. DuPont The power of all of us. eBay The power of all of us. eBay The power of all of us. eBay The power of all of us. eBay
The power of all of us. eBay The world’s online marketplace. eBay The world’s online marketplace. eBay The world’s online marketplace. eBay The world’s online marketplace. eBay
The world’s online marketplace. eBay

4. 99.44% pure.
Ivory Soap
It just tastes better.
Burger King
Something special in the air. The road will never be the same.
American Airlines Acura
experience Don’t dream it. Drive it.
Jaguar
The miracles of science.
DuPont
Just do it.
Nike
Reach out and touch someone.
AT&T
Better sound through research.
BOSE
Imagination at work.
General Electric Connecting people.
Nokia

5. Sensorial and Cognitive Triggers
Intensity Interactivity
dimensions to
experiences
Time/Duration
Breadth/Consistency
Significance/Meaning

6. Experience Design

7. Project Brief
To make the sanitization/the security part
disappear at the airport.
Entertainment Driven
Business Driven
Retail Driven

8. Airport
anxiety
rules and regulation
fear
excitement

9. Process
Brainstorming Scenarios
• Mental model befor e/
at/ after
excitement hassles • Emotion Mapping
airport Why we travel • Categor ization of
emotions
Traveller’s • Color coding the map
Journey
passenger s ecolog Deriving a Pattern
Developing a
y
Concept
air por t

10. place to be
excited
meeting people festive
Why we travel?
back packing exhilaration
honeymoon
pleasure trip
anticipating
business deals urgency
work related interview nervous
fix it!
emergency medical distracted
family emotional
work-related worried
moving
studying planning
marriage exploratory
transferred ambitious

11. The Traveller’s Journey
Plan Pack Reach airport Check-in Waiting for
Buying online
Distance, time , Go to the airport Luggage weight Gate no. Trolley Security check
urgency, purpose Travel agent Schedule Verification Deposit bags Look for a place
Selection though Mode of travel x-ray seal Luggage weight
Seat / eat/ Loo
consultation to airport Q-issue
Boarding pass Settling luggage
Required doc,s
Preference seat Re-check doc,s
Magazine
Shopping
Body check Your turn for Queue for security
Human – human interaction security-check check-in
Totalitarian (free will) Boarding pass
Stuff through X-ray
Last leg over –relieved Standing in tight line with luggage
Empty pockets
Pick your luggage/ and self check Observing people
Switch off mobilestray
Breed familiarity to feel Being felt-up
Loose contact luggage / belonging (imp doc’s)
comfortable – awkward Kids
Fear of id theft
Slow - nothing to do
Wait for boarding Final boarding call Boarding the bus
Settle yourself Announcement Check luggage (tag seal)
Look for Gate no. Manual check
shops, Eat, Water, Information connection Bus experience (hoarded)
Restroom, Read, TV, (boarding/gate)
Music, Call, Observe Queue
kids
Boarding plane
Queue
Narrow staircase
Boarding pass(seat no.)
Every point in the journey has its own meaning which
evokes different emotions. The squares maps the kind of
emotions which is positive or negative .

12. Concept Development

13. Conceptualization
Safety
Luggage wt.
entrance Check in Human
counters Interaction
A Walk in the
Park
Distraction
Visa and
immigration
Duty-free
Zone Security
Check
Celebration
Evoking
Memories

14. DUST AIRLINES
Personal Details AIRPORT MAP
Flight Details
Explore!!

16. Security ring

17. Baggage Weighing

18. Park

19. Park

20. Check-in

21. Visa & Immigration

22. Queuing for Security check

23. Path to Paradise- Release

24. Duty free Zone

25. Experience Design
Systems Approach Interdisciplinary
Behavioral Economics Success through Failure
Experience Prototyping Hedonic Psychology
Time

26. Thank You